Kantar highlights key takeaways for marketers from Cannes Lions 2023

By Zion Rufus

The Cannes Lions International Festival of Creativity has come to a close, leaving marketers with valuable insights to fuel their strategies. The festival, known as the largest celebration of creativity, brought together industry experts to explore the future of creativity and its challenges.

Research giant, Kantar discusses five key themes that marketers can draw from this year’s Cannes Lions, including expert talks and award-winning campaigns, to propel their brands and businesses forward.

While generative AI dominated conversations, other key discussions from the Cannes Lions 2023 emphasized the importance of creativity, inclusivity, sustainability, entertainment, and the strategic use of AI for marketers.

Effectiveness

Despite economic pressures, top marketers at Cannes Lions emphasized the power of brand building in driving commercial success. The decline of brand differentiation was identified as a significant threat, highlighting the need for effective creativity to differentiate and grow brands.

Inclusion

Brands have moved beyond the question of whether to be inclusive and are now focusing on how to be inclusive within their organizations and external engagements. Award-winning campaigns showcased the ways in which creativity can promote inclusivity and diversity. Brands demonstrated their commitment to addressing stereotypes and representing diverse communities authentically.

Sustainability

Brands showcased innovative approaches to reduce environmental impact and promote sustainable behaviors. Cannes Lions winners demonstrated how brands can innovate their supply chains, products, and processes to make a positive contribution to the environment. However, it was acknowledged that more action is needed to address the sustainability crisis and move the needle further.

The return of entertainment

Humor made a comeback in advertising, with marketers recognizing its impact on brand effectiveness. Award-winning campaigns demonstrated the successful use of humor in various categories, challenging the notion that certain industries or topics are off-limits for funny content. The data supported the effectiveness of entertaining and funny creative in engaging audiences and driving business results.

Generative AI: Frenemy or partner?

Generative AI was a popular topic of discussion at Cannes Lions. While the latest developments in AI and generative technologies have the potential to unlock creativity, marketers shifted their focus to how these advancements can unlock commercial growth for their brands. The use of generative AI in advertising is still in its early stages, but examples such as Cadbury’s Shah Rukh Khan-My-Ad campaign showcased the power of leveraging AI to create hyperlocalized and impactful content.